– increase the competitiveness of the EU’s wine producers; strengthen the reputation of EU quality wine as the best in the world; recover old markets and win new ones in the EU and worldwide;
– create a wine regime that operates through clear, simple rules — effective rules that balance supply and demand;
– create a wine regime that preserves the best traditions of EU wine production,reinforces the social fabric of many rural areas, and ensures that all production respects the environment.

At the same time the Commission notes that there are issues relating to health, consumer protection, the WTO, and common agricultural policy reform. So it’s business as usual: producer and consumer interests may conflict; culture and economic efficiency may conflict; and the different Member States, wine producers and non-wine producers have their own different views about how to move forward.